Segmentation Essay Example | Topics and Well Written Essays - 1500 words

Segmentation - Essay Example Despite this, there are no restaurants in Victoria, BC that serve Saudi Food. The purpose of this paper is to evaluate the marketability of opening a Saudi restaurant in Victoria BC by focusing on three potential market segments for this business venture. Three market segments will be analyzed which include Single Saudi students in Victoria, Married Saudi students in Victoria and Muslim non-Saudi. These will be analyzed based on demographic, psychographic, behavioral attributes. Evaluation of the profitability of the restaurant will be based on the analysis and finally recommendations would be offered for the business. The segment consists of Saudi students including both genders male and female. According to Saudi club in Victoria â€Å"Victoria now has more than 860 Saudi students male and female are divided among between University of Victoria, Royal Roads University, and Camosun College as well as other English institutions in the city; 67 per cent of the students are single and the rest are married† (N. Daheher, Personal Communication, 12 February, 2013). This means 576 are singles. The percent of single Saudi females in Victoria are 17% of 576 (98 females). The percent of single Saudi males in Victoria are 83 of 576 (478 males). These students usually lead a very busy lifestyle. They are involved in a myriad of activities which apart from taking classes includes homework, taking English Language classes and also socializing. Saudi students, especially men, come from a culture where they have little experience of household chores including cooking. Also their busy schedule in Canada does not allow them to take out the time to cook food. While they consume mostly Western fast food, they are still nostalgic about their Saudi food which is quite different from the food that is available in Victoria BC. As mentioned before, there are more than 860 Saudi male and female students; of these 23 percent are married. The married are further divided into male